对电视节目人才和观众的新人口统计洞察力将帮助娱乐业创造更具包容性的内容
Emeryville, Calif. – Feb. 17, 2021 – Nielsen (NYSE: NLSN) today is launching Gracenote Inclusion Analytics to deliver unprecedented visibility into the gender, race, ethnicity and sexual orientation of talent appearing in TV programming and the audiences watching it. The new solution empowers content creators, owners, distributors and advertisers with much-needed data around on-screen diversity and representation to enable more inclusive content.
Leveraging Gracenote Inclusion Analytics, a distributor can highlight content within its catalog featuring diverse female leads for Women’s History Month or fuel recommendations connecting fans of diverse content with programs they’ll enjoy. A studio can evaluate whether its content meets Diversity, Equity and Inclusion (DE&I) benchmarks and highlight programs for licensing opportunities. Similarly, a brand can identify and target the most inclusive content to inform its ad investment or product placement decisions.
“The entertainment industry has a massive challenge ahead – to ensure the talent associated with popular TV programming mirrors today’s increasingly diverse viewing audiences,” said Sandra Sims-Williams, SVP, Diversity, Equity and Inclusion at Nielsen. “By democratizing information around representation in content, Gracenote Inclusion Analytics holds the power to push the industry toward better balance and a more equitable future.”
According to Nielsen’s recent “Being Seen On Screen: Diverse Representation & Inclusion on TV” report, women make up 52% of the U.S. population but comprise only 38% of top recurring cast in popular broadcast, cable and streaming programming. At the same time, People of Color account for 40% of the broader population but are present in only 27% of top TV roles. These data points highlight significant imbalances between representation in content and key audience groups which, by addressing, would serve to accelerate equity in entertainment.
Gracenote Inclusion Analytics 将行业领先的 Gracenote Global Video 节目元数据和 Studio System 名人种族和民族数据与货币级尼尔森电视收视率和尼尔森 SVOD 内容收视率数据相结合。 基于这些输入数据，该解决方案提供了新的专有指标，以评估不同身份群体在节目中出现的程度，以及这在多大程度上反映了观众的收视情况。这些指标包括
- Share of Screen quantifying an identity group’s (e.g., women, LGBTQ, Black) representation among the top recurring talent
- 融入机会指数 comparing share of screen for an identity group (e.g., women) to their representation in population estimates
- Inclusion Audience Index comparing share of screen for a group to their representation in the program’s viewing audience
"尼尔森分析部主管蒂娜-威尔逊（Tina Wilson）说："如今，观众积极寻找能突出与他们相似的人和反映他们自身经历的节目。"在这种情况下，娱乐业必须创造出能引起代表人数不足群体共鸣的真实内容。通过新的数据分析解决方案，尼尔森和 Gracenote 能够共同帮助娱乐业抓住这一机遇，确保内容与受众之间建立有意义的联系。
在发布之初，Gracenote Inclusion Analytics 提供的数据和洞察力涉及在流行的广播、有线电视和 SVOD 电视节目中出现的镜头前人才的性别、种族、民族和性取向。未来的增强功能将扩大产品覆盖范围，包括院线电影以及幕后人才，包括导演、制片人、编剧和其他关键角色。
Gracenote Inclusion Analytics is the first solution to launch from the new Gracenote Content Analytics suite. Combining Gracenote’s unparalleled entertainment metadata with Nielsen’s trusted audience measurement data, this suite will provide the entertainment industry with a powerful toolset to inform critical decisions on what to produce, whom to attach, where to place programming and how to buy advertising to maximize resonance with key audiences and return on investment. For more information, visit Gracenote 融合分析.
关于尼尔森
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. NielsenIQ (formerly known as Nielsen Global Connect) provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in nearly 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
ABOUT GRACENOTE Gracenote, a Nielsen (NYSE: NLSN) company, provides music, video and sports content and technologies to the world’s hottest entertainment products and brands. Gracenote is the standard for music and video recognition and is supported by the largest source of entertainment data, featuring descriptions of more than 100 million tracks, TV listings for 85+ countries and statistics spanning more than 70 sports and 300,000 competitions per year. Gracenote is headquartered in Emeryville, Calif. and supports customers around the globe. For more information, visit www.gracenote.com.
联系方式
尼尔森
马克-山田
mark.yamada@nielsen.com
